TORONTO FC - NORTH PATIO ACTIVATION
Since the inaugural Toronto FC season, BMO field's Beer Garden has been one of the top stadium atmospheres in the nation. The 194 Group has hosted and programmed the pre and post-game activations and entertainment from 2011-2015 to enhance the guest experience.
BMO Field // Toronto, Canada
2011 - 2015
Toronto FC // MLSE
We developed and executed a season-long entertainment program, including cultural programming for TFC’s heritage days. The program focused on six different cultures representing the organization: Chinese, Caribbean, Portuguese, Italian, Greek and “Canada Day”. The entertainment was relative to the different cultures featured and some examples of these were Taiko drummers and lion dancers for Chinese day, tarantella dancers and musicians for Italian Day, and steel pan performers with masqueraders for the Caribbean night. The Budweiser King’s Club patio experienced increased volume on these days, adding to the ongoing pre & post game program experience.